Digital brands team for own upfronts

Googgle, Hulu, Yahoo set NewFronts for mid-April

A group of leading brands in the digital content space are taking a page from the TV industry and hosting a series of presentations to advertisers inspired by the upfronts.

Google, Hulu, AOL, Yahoo, Microsoft and Digitas are the inaugural partners behind the Digital Content NewFronts, a two-week showcase scheduled to begin in mid-April in Manhattan. By situating themselves in Madison Avenue’s backyard just weeks before the broadcast networks unveil their fall schedules, these companies hope to lure more of the ad dollars going to their TV counterparts.

The NewFronts kick off April 19 with Hulu and conclude May 2 with Google/YouTube. Additional participating companies are expected to be announced in the coming weeks.